Five Best:
Doritos - Mousetrap: A beautifully conceived blend of art-house film and Jackass episode. The best kind of cinema can wordlessly tell a story in just a few seconds, and this ad made it look easy. This got the biggest laughs at our party, perhaps because the payoff was so completely unexpected and absurd. May be a one-off and never quite as entertaining as the first viewing, but who cares? Perfectly tailored towards the warped sense of humor of men without pandering to the lowest common denominator (i.e., Bud Light). Brilliant.
Pepsi Stuff - Justin Timberlake: Hilariously taps into the male wish fulfillment of average Joe Blows everywhere who are secretly jealous as hell of JT’s hit records, sexy boyish charms, silky-smooth media-friendly personality, billions of bucks in the bank, and superfine starlet hanging off his arm. Cracking him repeatedly in the nuts may have been a bit unimaginative, but I can’t say I didn’t enjoy it. But the smaller moments, like the cross-dresser and girl soccer player diving and snatching JT’s shoe and hoisting it triumphantly in the air like a trophy, took the humor to the next level.
Coca Cola - Parade Floats: A classic battle of old school (Underdog) vs. new school (Stewie Griffin) set to a soundtrack of classical music. A simple, understated concept that kept its momentum by cutting between interesting POVs of the mano-a-mano — I especially liked the shots from inside the high-rises — culminated with a brilliant ending of perpetual loser (and old, old school icon) Charlie Brown finally coming out on top at something. I’m sure most of sentiment-phobic America choked on it, but I found it to be a completely awesome conclusion, although I couldn’t help but wonder if Charles Schultz would have ever approved such a happy ending for ol’ CB had he not been six feet under in Santa Rosa.
Audi - R8: What can I say? I love a good homage to a classic film. The Godfather may be a safe and easily accessible choice, but I thought it was classy and well-done with enough element of surprise that it didn’t telegraph the homage or ruin it with cheap humor. But the sleek-lined R8 was easily the star of the commercial: Wow, what a beautiful piece of machinery! I’m sure it left every male heart racing with lust, perhaps even giving Victoria Secret’s Adriana Lima a run for her money.
Amp Energy - Amp Yourself: Is a dancing fat guy with battery cables clipped to his smoldering man-boobs funny? Why yes it is! Clearly owing a big debt to Chris Farley’s classic SNL Chippendales audition sketch and unapologetic in its lowbrow kinkiness, it worked for the same reasons Farley’s sketch worked: the fat guy can dance, and does so with crisp, non-ironic ass-shaking precision! That it immediately followed Adriana Lima’s Victoria’s Secret ad made it that much more of a riot.
Five Worst:
GoDaddy.com - Danica Patrick: It made me sad to see racecar driver Danica Patrick reduced to nothing more than a piece of jerk-off material. Really, has the Maxim-ization of popular culture finally made such a blatantly lurid “go to our homepage and see Danica Patrick unzip her top!” sales tactic acceptable? How truly pathetic and disgusting. I hear the payoff on GD’s web site is Patrick holding a stuffed beaver or something. SERIOUSLY.
Bud Light - Semi-Pro: Let me get this straight: A movie character for a movie that hasn’t even come out yet selling beer?? The marginalization of cinema continues — Will Ferrell should be utterly ashamed of himself, as should anyone else connected to this movie that had anything to do with this ad. The rest of the evening’s Bud Light ads were just as awful. I’m truly embarrassed for my sex that some men apparently find these ads funny.
Sobe - Thriller: I’m utterly baffled by the appeal of geckos as an advertising tool, and having animated geckos dance with a hot girl in a short skirt to “Thriller” doesn’t even begin to clear up that mystery.
Dell XPS - Red: I honestly thought this was a Levi’s commercial.
Gatorade - Dog Water Dish: Blech! Did Gatorade really want to associate dog slobber with their product?